Campaign messaging system

ABSTRACT

A message is generated for communication to a set of players of an online game for a message campaign. The players in the set of players of the online game are identified based on a dynamic set of attributes. The message is customized with a template based on the dynamic set of attributes and information of each player from the set of players.

TECHNICAL FIELD

The present disclosure generally relates to games and applications in general and, in particular embodiments, to communicating with players of online games.

BACKGROUND

Online social games are becoming widespread. The success of an online social game depends on the number of players and how often these players visit the online social game. As such, the retention of online players to maintain visiting the online social games is an important factor towards the success of online social games.

Existing games (e.g., online games) send communications (e.g., messages) directly to players of the game to help the players maintain visiting their online social games. As a result, a player of a game may receive multiple communications from the game within a predetermined time period. These communications may cause violations in a communication policy for a publisher of the game, communication preferences for the players of the game, and/or local laws relating to communications (e.g., anti-SPAM laws). This problem is further exacerbated if the player of the game plays multiple games from the game publisher.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is illustrated by way of example, and not by way of limitation, in the figures of the accompanying drawings in which:

FIG. 1 is a block diagram of an example of a network system for implementing particular disclosed embodiments;

FIG. 2 is a block diagram illustrating data and events that are passed between computer systems in the network system, according to some embodiments;

FIG. 3 is a block diagram illustrating a campaign messaging system, according to some embodiments;

FIG. 4 is a block diagram illustrating a target player generator, according to some embodiments;

FIG. 5 is a flow diagram illustrating one embodiment of a method for a campaign messaging system;

FIG. 6 is a flow diagram illustrating another embodiment of a method for a campaign messaging system;

FIG. 7 illustrates an example network environment; and

FIG. 8 illustrates an example of a computer system architecture.

DETAILED DESCRIPTION

Although embodiments of the present invention have been described with reference to specific example embodiments, it will be evident that various modifications and changes may be made to these embodiments without departing from the broader spirit and scope of the invention. Accordingly, the specification and drawings are to be regarded in an illustrative rather than a restrictive sense.

An example campaign messaging system is described. A message may be generated to a set of players of an online game for a message campaign. The set of players of the online game to receive the message is, for example, identified based on a dynamic set of attributes. The message may then be customized with a template based on the dynamic set of attributes and information of each player from the set of players.

In one embodiment, the campaign messaging system schedules a time and frequency of the customized message to be sent to the set of the players of the online game. The campaign messaging system then generates and sends emails based on the customized message to the set of players of the online game. The message campaign and corresponding customized messages are stored in a storage device.

In another example embodiment, the dynamic set of attributes includes activities in the online game of each player from the set of players. The message to the set of players may be customized based on the activities in the online game of each player from the set of players, or based on a frequency of activities in the online game of each player from the set of players within a predetermined amount of time.

In another example embodiment, the dynamic set of attributes includes a game level of the online game of each player from the set of players. The message to the set of players is customized based on the game level of the online game of each player from the set of players, or based on a range of game level in the online game of each player from the set of players within a predetermined amount of time.

In another embodiment, the dynamic set of attributes includes a type of device from which a corresponding player accesses the online game. The message to the set of players is customized based on the type of device of the corresponding players.

In another embodiment, the dynamic set of attributes includes a measure of an active social network of each player from the set of players in the online game. The active social network includes one or more other players with whom a player has a minimum number of reciprocated messages within a predetermined amount of time. The message to the set of players is customized based on the measure of the active social network of each player from the set of players. Each player from the set of players has a corresponding measure of the active social network less than a predetermined minimum number of active social networks for the online game.

In another embodiment, the dynamic set of attributes includes an IP (Internet Protocol)-based geographic location of each player from the set of players. The message to the set of players is customized based on the IP-based geographic location of each player from the set of players.

In another embodiment, the message campaign is configured to promote another online game, to provide updates of the online game, or to provide rewards and bonuses.

In another embodiment, a group of players from the set of players are excluded from the message campaign. The group of players includes one or more players who requested to be removed from the message campaign.

Campaign Messaging Networking System

FIG. 1 is a block diagram illustrating network system 100, according to some example embodiments. The network system 100 includes a network 120. The network 120 can generally include any type of wired or wireless communication channel capable of coupling together computing nodes (e.g., computer systems 106, 110). This includes, but is not limited to, a local area network (LAN), a wide area network (WAN), a portion of the Public Switched Telephone Network (PSTN), a cellular telephone network, another type of network, or a combination of networks. In some embodiments, the network 120 includes the Internet.

A campaign messaging system 102, a social networking system 103, a game networking system 104, and computer systems 106 and 110 are coupled to the network 120 and may communicate with each over via network 120.

In some embodiments, the campaign messaging system 102 generates and sends a message to a set of players of an online game hosted on the game networking system 104 based at least in part on a dynamic set of attributes. The message may be customized with a template based on the dynamic set of attributes and information of each player from the set of players. The dynamic set of attributes may be based on data from the game networking system 104 and/or data from the social networking system 103. These embodiments are described in more detail below, by way of example, with respect to FIGS. 2-8.

Although only one instance of the campaign messaging system 102, the game networking system 104, the social networking system 103 is illustrated in FIG. 1, each of the campaign messaging system 102, the social networking system 103, the game networking system 104 may include more than one computer system. For example, the campaign messaging system 102 may include a plurality of distributed computer systems (e.g., a plurality of computer systems distributed within a data center, a plurality of computer systems distributed across multiple geographic locations) that provide load balancing and/or low-latency access points at various geographic locations.

The game networking system 104 may include a game server that hosts one or more computer games for a game publisher. Although FIG. 1 illustrates a single instance of the game networking system 104, the network system 100 may include a game server for each of a plurality of game publishers. Furthermore, each game publisher may operate a plurality of distributed game servers (e.g., a plurality of game servers distributed within a data center, a plurality of game servers distributed across multiple geographic locations) that provide load balancing and/or low-latency access points at various geographic locations.

The computer system 106 may be a computer system for a player 108 of a game hosted by the game networking system 104. In some embodiments, the game is a network-based game. For example, the network-based game may be a game that is played on a social networking website. The computer system 106 may include a laptop computer system, a desktop computer system, a mobile phone, a smart phone, a personal digital assistant (PDA), a gaming console, a set top box, and the like. A player 108 may use the computer system 106 to play a game hosted by the game networking system 104. As illustrated in FIG. 1, the network system 100 may include a plurality of computer systems (e.g., a computer system 110) for a plurality of players (e.g., a player 112) of the game hosted by the game server of the game networking system 104.

The social networking system 103 may be a network-addressable computing system that can host one or more social graphs. The social networking system 103 can generate, store, receive, and transmit social networking data. The social networking system 103 can be accessed by the other components of system 100 either directly or via network 120.

In an online game, a game engine manages the game state of the game. Game state comprises all game play parameters, including player character state, non-player character (NPC) state, in-game object state, game world state (e.g., internal game clocks, game environment), and other game play parameters. Each player 108 controls one or more player characters (PCs). The game engine controls all other aspects of the game, including non-player characters (NPCs), and in-game objects. The game engine also manages game state, including player character state for currently active (online) and inactive (offline) players.

The online game can be hosted by the game networking system 104, which can be accessed using any suitable connection with a suitable client (e.g, computer system 106). The player 108 may have a game account on the game networking system 104, wherein the game account can contain a variety of information associated with the player (e.g., the player's personal information, financial information, purchase history, player character state, game state). In some embodiments, the player 108 may play multiple games on the game networking system 104, which may maintain a single game account for the player 108 with respect to all the games, or multiple individual game accounts for each game with respect to the player 108. In some embodiments, the game networking system 104 can assign a unique identifier to each player 108 of an online game hosted on game networking system 104. Game networking system 104 can determine that the player 108 is accessing the online game by reading the user's cookies, which may be appended to HTTP requests transmitted by computer system 106 and/or by the player 108 logging onto the online game.

In particular embodiments, the player 108 may access an online game and control the game's progress via computer system 106 (e.g., by inputting commands to the game at a client device). Computer system 106 can display the game interface, receive inputs from player 108, transmit user inputs or other events to the game engine, and receive instructions from the game engine. The game engine can be executed on any suitable system (such as, for example, the computer system 106, the social networking system 103, or the game networking system 104). As an example and not by way of limitation, the computer system 106 can download client components of an online game, which are executed locally, while a remote game server, such as the game networking system 104, provides backend support for the client components and may be responsible for maintaining application data of the game, processing the inputs from the player, updating and/or synchronizing the game state based on the game logic and each input from the player, and transmitting instructions to computer system 106. As another example and not by way of limitation, each time the player 108 provides an input to the game through the computer system 106 (such as, for example, by typing on the keyboard or clicking the mouse of computer system 106), the client components of the game may transmit the player's input to the game networking system 104.

Game Systems, Social Networks, and Social Graphs

In an online multiplayer game, players may control player characters (PCs), a game engine controls non-player characters (NPCs) and game features, and the game engine also manages player character state and game state and tracks the state for currently active (i.e., online) players and currently inactive (i.e., offline) players. A player character can have a set of attributes and a set of friends associated with the player character. As used herein, the term “player character state” can refer to any in-game characteristic of a player character, such as location, assets, levels, condition, health, status, inventory, skill set, name, orientation, affiliation, specialty, and so on. Player characters may be displayed as graphical avatars within a user interface of the game. In other implementations, no avatar or other graphical representation of the player character is displayed. Game state encompasses the notion of player character state and refers to any parameter value that characterizes the state of an in-game element, such as a non-player character, a virtual object (such as a wall or castle), etc. The game engine may use player character state to determine the outcome of game events, sometimes also considering set or random variables. Generally, a player character's probability of having a more favorable outcome is greater when the player character has a better state. For example, a healthier player character is less likely to die in a particular encounter relative to a weaker player character or non-player character. In some embodiments, the game engine can assign a unique client identifier to each player.

In particular embodiments, the player 108 may access particular game instances of an online game. A game instance is copy of a specific game play area that is created during runtime. In particular embodiments, a game instance is a discrete game play area where one or more players 108, 112 can interact in synchronous or asynchronous play. A game instance may be, for example, a level, zone, area, region, location, virtual space, or other suitable play area. A game instance may be populated by one or more in-game objects. Each object may be defined within the game instance by one or more variables, such as, for example, position, height, width, depth, direction, time, duration, speed, color, and other suitable variables. A game instance may be exclusive (i.e., accessible by specific players) or non-exclusive (i.e., accessible by any player). In particular embodiments, a game instance is populated by one or more player characters controlled by one or more players 108, 112 and one or more in-game objects controlled by the game engine. When accessing an online game, the game engine may allow the player 108 to select a particular game instance to play from a plurality of game instances. Alternatively, the game engine may automatically select the game instance that the player 108 will access. In particular embodiments, an online game comprises only one game instance that all players 108, 112 of the online game can access.

In particular embodiments, a specific game instance may be associated with one or more specific players. A game instance is associated with a specific player when one or more game parameters of the game instance are associated with the specific player. As an example and not by way of limitation, a game instance associated with a first player may be named “First Player's Play Area.” This game instance may be populated with the first player's PC and one or more in-game objects associated with the first player. In particular embodiments, a game instance associated with a specific player may only be accessible by that specific player. As an example and not by way of limitation, a first player may access a first game instance when playing an online game, and this first game instance may be inaccessible to all other players. In other embodiments, a game instance associated with a specific player may be accessible by one or more other players, either synchronously or asynchronously with the specific player's game play. As an example and not by way of limitation, a first player may be associated with a first game instance, but the first game instance may be accessed by all first-degree friends in the first player's social network. In particular embodiments, the game engine may create a specific game instance for a specific player when that player accesses the game. As an example and not by way of limitation, the game engine may create a first game instance when a first player initially accesses an online game, and that same game instance may be loaded each time the first player accesses the game. As another example and not by way of limitation, the game engine may create a new game instance each time a first player accesses an online game, wherein each game instance may be created randomly or selected from a set of predetermined game instances. In particular embodiments, the set of in-game actions available to a specific player may be different in a game instance that is associated with that player compared to a game instance that is not associated with that player. The set of in-game actions available to a specific player in a game instance associated with that player may be a set, superset, or independent of the set of in-game actions available to that player in a game instance that is not associated with him. As an example and not by way of limitation, a first player may be associated with Blackacre Farm in an online farming game. The first player may be able to plant crops on Blackacre Farm. If the first player accesses a game instance associated with another player, such as Whiteacre Farm, the game engine may not allow the first player to plant crops in that game instance. However, other in-game actions may be available to the first player, such as watering or fertilizing crops on Whiteacre Farm.

In particular embodiments, a game engine can interface with a social graph. Social graphs are models of connections between entities (e.g., individuals, users, contacts, friends, players, player characters, non-player characters, businesses, groups, associations, concepts, etc.). These entities are considered “users” of the social graph; as such, the terms “entity” and “user” may be used interchangeably when referring to social graphs herein. A social graph can have a node for each entity and edges to represent relationships between entities. A node in a social graph can represent any entity. In particular embodiments, a unique client identifier can be assigned to each user in the social graph. This disclosure assumes that at least one entity of a social graph is a player or player character in an online multiplayer game, though this disclosure may pertain to any suitable social graph users.

The minimum number of edges to connect a player (or player character) to another user is considered the degree of separation between them. For example, where the player and the user are directly connected (one edge), they are deemed to be separated by one degree of separation. The user would be a so-called “first-degree friend” of the player. Where the player and the user are connected through one other user (two edges), they are deemed to be separated by two degrees of separation. This user would be a so-called “second-degree friend” of the player. Where the player and the user are connected through N edges (or N−1 other users), they are deemed to be separated by N degrees of separation. This user would be a so-called “Nth-degree friend.” As used herein, the term “friend” means only first-degree friends, unless context suggests otherwise.

Within the social graph, each player (or player character) has a social network. A player's social network includes all users in the social graph within Nmax degrees of the player, where Nmax is the maximum degree of separation allowed by the system managing the social graph (such as, for example, the social networking system 103 or the game networking system 104). In one embodiment, Nmax equals 1, such that the player's social network includes only first-degree friends. In another embodiment, Nmax is unlimited and the player's social network is coextensive with the social graph.

In particular embodiments, the social graph is managed by the game networking system 104, which is managed by the game operator. In other embodiments, the social graph is part of a social networking system 103 managed by a third-party (e.g., Facebook Inc., Myspace Inc.). In yet other embodiments, player 108 has a social network on both game networking system 104 and social networking system 103, wherein player 108 can have a social network on the game networking system 104 that is a subset, superset, or independent of the player's social network on social networking system 103. In such combined systems, game networking system 104 can maintain social graph information with edge type attributes that indicate whether a given friend is an “in-game friend,” an “out-of-game friend,” or both. The various embodiments disclosed herein are operable when the social graph is managed by social networking system 103, game networking system 104, or both.

FIG. 2 is a block diagram 200 illustrating data and events that are passed between computer systems in the network system, according to some embodiments. While the player 108 plays the game, the computer system 106 and the game networking system 104 exchange game data 201. The game data 201 may include user interface elements for the game, a state of the game for the player 108, game mechanics, actions performed by the player 108 in the game, messages sent by the player 108 to other players of the game (e.g., via chat, via an in-game messaging mechanism), in-game task data for the player 108 (e.g., in-game tasks performed by the player 108, in-game tasks to be performed by the player 108), in-game transactions (e.g., purchases or sales of assets by the player 108, interactions between the player 108 and other players of the game, completion of tasks by the player 108), and the like. Similarly, while the player 112 plays the game, the computer system 110 and the game networking system 104 exchange game data 201.

Furthermore, game data 201 may also be communicated to a campaign messaging system 102 for purposes of generating a targeted message campaign with a customized message to be broadcasted to a set of players of the online game based on a set of attributes. The set of players may be identified by submitting queries against the real-time database 202. For example, when certain conditions based on the set of attributes are satisfied, the campaign messaging system 102 may broadcast messages to players of the game. For example, the campaign messaging system 102 may inform the player 108 of game related promotions pertaining to the online game or another online game. Promotions may include discounts on virtual goods, bonuses, rewards, and so forth. The bonus or reward may be redeemed when the player 108 performs a certain task (e.g., visiting the online game) in the online game or another online game. In another example, the campaign messaging system 102 may inform players that a time-limited task needs to be performed (e.g., harvesting crops in the game before the crops wither). In yet another example, the campaign messaging system 102 may notify the player of another online game that may be of interest to the player 108 based on player activities 208 and player profiles 206. In another example, the campaign messaging system 102 encourages the player 108 to return to the online game if the player 108 has not played the game for a predetermined time period (e.g., 5 days) by enticing the player 108 with rewards and bonuses to be redeemed for the online game.

The campaign messaging system 102 generates and sends customized communications (e.g., campaign messages 210) directly to players of the online game based on message templates 204, player profiles 206, and player activities 208 stored in a storage device (e.g, database 202). The database 202 may be internal or external to the campaign messaging system 102.

In some embodiments, the campaign messaging system 102 may identify a set of players to be excluded from the message campaign based at least in part on the player profiles 206 (e.g, messaging campaign optout player preference). Player profiles 206 may store demographic and/or identity information for each player of the game (e.g., name, email address, phone number, sex, age, occupation, income, and the like for each player of the game), social network data (e.g, name of friends and/or players, number of friends and/or players, communications with friends and/or players), and active social network data (e.g, name and number of friends and/or players with whom the player has a minimum predetermined number of reciprocated communications within a predetermined amount of time).

Thus, a player may be removed from a set of players if the communication preferences for the player indicate that the player has opted out of receiving communications from the game networking system 104 and/or the campaign messaging system 102 (e.g., via the player profiles 206). In general, the player profiles 206 may indicate the frequency (e.g., instantaneously, daily digest, weekly digest) with which a player desires to receive communications from the campaign messaging system 102 (e.g., the game), a desired format of the communication (e.g., HTML, plain text), and a preferred communication channel (e.g., email, SMS message). Also note that the player profiles 206 and/or the player activities 208 may be for one, several, or all online games for which the campaign messaging system 102 handles communications.

The player activities 208 include a log of players' activities on the online game of the game networking system 104. For example, players' activities may include a state or level of the online game for the player 108, actions performed by the player 108 in the online game, messages sent by the player 108 to other players of the online game (e.g., via chat, via an in-game messaging mechanism), in-game task data for the player 108 (e.g., in-game tasks performed by the player 108, in-game tasks to be performed by the player 108), in-game transactions (e.g., purchases or sales of assets by the player 108, interactions between the player 108 and other players of the game, completion of tasks by the player 108), and the like.

The campaign messaging system 102 may then generate the campaign message 210 to the set of players using a message template from message templates 204, the player profiles 206, and the player activities 208 stored in the database 202. In some embodiments, the message templates 204 may correspond to a message campaign for a particular class of players. For example, the message templates 204 may correspond to a reward of a virtual good to a player of a predetermined level of an online game. In another example, the message templates 204 may correspond to a news update of the online game offering new features to all or certain players. In another example, the message templates 204 may include pictures and graphics specific to an online game (e.g., picture of a farmer for a farming online game).

The message templates 204 may include common content (e.g., text, graphics, video, audio) that is used for all players in the set of players and/or dynamic content (e.g., text, graphics, video, audio) that are populated using the player profiles 206 and player activities 208 for each player of the online game. Thus, the campaign message 210 communicated to the computer system 106 for the player 108 may be different from the campaign message 211 communicated to the computer system 110 for the player 112. For example, the campaign message 210 and the campaign message 211 may be in a different language. In particular, the campaign message 210 may be translated to a language associated with a geographic location of the player 108 determined, for example, with the IP address of the computer system 106. For example, a player from South America will likely receive a campaign message in Spanish while a player in North American will likely receive a campaign message in English.

The generated campaign messages may be archived and stored for future usage in database 202.

The operations performed by the campaign messaging system 102 are described in more detail below with respect to FIGS. 3-6.

FIG. 3 is a block diagram illustrating the campaign messaging system 102, according to some embodiments. The campaign messaging system 102 includes a campaign generator 302, a target player generator 308, a template generator 310, a campaign scheduler 312, a campaign sender 314, and a campaign archiver 316.

The campaign generator 302 generates a message to a set of players of an online game for a message campaign. In one embodiment, the message campaign may be based on two categories: rewards and bonuses 304 and game updates 306. Rewards and bonuses 304 include messages providing an incentive for the player to return to the online game. The incentive may be a discount on virtual goods, virtual goods rewards, and virtual goods bonuses. The rewards and bonuses 304 may be redeemed with or without any actions from the player. Game updates 306 include messages providing information to the player of new features or updates related to the online game or another online game.

The target player generator 308 identifies the set of players of the online game to receive the message based on a dynamic set of attributes. The dynamic set of attributes may include, for example, online activities, game level, type of device, active social network, IP-based geography, and excluded players. These modules are described in more detail below with respect to FIG. 4.

The template generator 310 customizes the message with a template based on the dynamic set of attributes and information of each player from the set of players. For example, the template may be an announcement message of new features of an online game. The template generator 310 will customize the announcement message using the template based on, for example, the geographic location of the player, the game level of the player of the online game, and the number of active social networks of the player, among others. For example, a player with an advanced level in an online game from South America may receive an announcement message in Spanish to try new advanced features of the online game.

The campaign scheduler 312 schedules a time and frequency of the customized message to be sent to the set of the players of the online game. For example, the customized message may be set on a period basis (e.g., every week). Also, the customized message may be sent over a period of time, or a strategic time to avoid overloading the email servers used by the campaign sender 314.

The campaign sender 314 generates and sends emails based on the customized message to the set of players of the online game.

The campaign archiver 316 stores the message campaign and corresponding customized messages in a storage device.

FIG. 4 is a block diagram illustrating the target player generator 308, according to some embodiments. The target player generator 308 identifies the set of players of the online game to receive the message based on a dynamic set of attributes. In one embodiment, the target player generator 308 includes an online activities module 402, a game level module 404, a type of player device module 406, an active social network module 408, an IP-based geography module 410, and excluded players module 412.

The online activities module 402 retrieves the player activities 208 from database 202 of FIG. 2. The player activities 208 include activities of the player on the online game of the game networking system 104 of FIG. 2. For example, The player activities 208 may include actions performed by a player in the online game, messages sent by a player to other players of the online game (e.g., via chat, via an in-game messaging mechanism), in-game task data for the player (e.g., in-game tasks performed by a player, in-game tasks to be performed by a player), in-game transactions (e.g., purchases or sales of assets by a player, interactions between a player and other players of the game, completion of tasks by the player), and the like. Thus, the set of players may be identified based on the activities of the player.

The game level module 404 retrieves a state or level of the online game for a player from database 202 of FIG. 2. Thus, the set of players may be identified by the level of the online game of the player.

The type of player device module 406 determines the type of computer system from which the player is accessing the online game. For example, the player may be accessing the online game with a mobile device, such as a smart phone, a tablet, or a laptop computer. Thus, the set of players may be identified based on the type of computer system of the player.

The active social network module 408 determines the active social network of a player of an online game based on the game state information of players and the social state information of friends of the player. The active social network comprises friends of the player having a minimum predefined number of closed-loop communications with the player within a predetermined duration. In other words, the active social network of the player of the online game is based on a frequency of a reciprocated communication with other friends within a predefined duration. For example, the active social network of the player includes friends with whom the player has had at least one closed loop communication within the last one week. The closed loop communication may include a reciprocated communication between the player and another player/friend. The reciprocated communication may include a message sent from the player to another player and a message reply from the other player to the player within the predefined duration. For example, another player who replied back to the player after the predefined duration of seven days would not be part of the active social network of the player. Thus, the set of players may be identified based on a predetermined measure of active social network of the player.

The IP-based geographic module 410 determines a geographic location of the player based on an IP address of the computer system of the player. Thus, the set of players may be identified based on geographic location.

The excluded players module 412 determines players who opted out of the campaign messaging system 102. Thus, the set of players may exclude or remove players who opted out of the campaign messaging system 102.

FIG. 5 is a flow diagram illustrating one embodiment of a method for a campaign messaging system. At operation 502, a message is generated to a set of players of an online game for a message campaign. In one embodiment, the message campaign is configured to promote another online game, to provide updates of the online game, or to provide rewards and bonuses for the online game.

At operation 504, the set of players of the online game to receive the message is identified based on a dynamic set of attributes. In one embodiment, a group of players from the set of players are excluded from the message campaign. The group of players includes one or more players who have requested to be removed from the message campaign.

In one embodiment, the dynamic set of attributes includes activities in the online game of each player from the set of players. The set of players is thus identified based on activities in the online game of each player from the set of players, or activities in other online games of each player from the set of players.

In another embodiment, the dynamic set of attributes includes a game level of the online game of each player from the set of players. The set of players is thus identified based on the game level of the online game of each player from the set of players, or based on a range of game level in the online game of each player from the set of players within a predetermined amount of time.

In another embodiment, the dynamic set of attributes includes a type of device from which a corresponding player accesses the online game. The set of players is thus identified based on the type of device from which a corresponding player accesses the online game.

In another embodiment, the dynamic set of attributes includes a measure of an active social network of each player from the set of players in the online game. The active social network includes one or more other players with whom a player has a minimum number of reciprocated messages within a predetermined amount of time. The set of players is thus identified based on a measure of the active social network of each player from the set of players. Each player from the set of players may have a corresponding measure of the active social network less than a predetermined minimum number of active social networks for the online game.

In another embodiment, the dynamic set of attributes includes an IP (Internet Protocol)-based geographic location of each player from the set of players. The set of players is thus identified based on IP-based geographic location of each player from the set of players.

At operation 506, the message is customized with a template based on the dynamic set of attributes and information of each player from the set of players. The information of each player from the set of players may include player profiles and activities of a game networking system.

In one embodiment, the message to the set of players is customized based on the activities in the online game of each player from the set of players, or based on a frequency of activities in the online game of each player from the set of players within a predetermined amount of time.

In another embodiment, the message to the set of players is customized based on the game level of the online game of each player from the set of players, or based on a range of game levels in the online game of each player from the set of players within a predetermined amount of time.

In another embodiment, the message to the set of players is customized based on the type of device of the corresponding players.

In another embodiment, the message to the set of players is customized based on the measure of the active social network of each player from the set of players.

In another embodiment, the message to the set of players is customized based on the IP-based geographic location of each player from the set of players.

FIG. 6 is a flow diagram illustrating another embodiment of a method for a campaign messaging system. At operation 602, the campaign messaging system schedules a time and frequency of the customized message to be sent to the set of the players of the online game. At operation 604, the campaign messaging system then generates and sends emails based on the customized message to the set of players of the online game. At operation 606, the message campaign and corresponding customized messages are stored in a storage device.

FIG. 7 illustrates an example network environment 700 in which various example embodiments may operate. In particular embodiments, one or more described webpages may be associated with a networking system or networking service. However, alternate embodiments may have application to the retrieval and rendering of structured documents hosted by any type of network-addressable resource or web site. Additionally, as used herein, a user may be an individual, a group, or an entity (such as a business or third-party application).

Network cloud 760 generally represents one or more interconnected networks over which the systems and hosts described herein can communicate. Network cloud 760 may include packet-based wide area networks (such as the Internet), private networks, wireless networks, satellite networks, cellular networks, paging networks, and the like. As FIG. 7 illustrates, particular embodiments may operate in a network environment comprising one or more networking systems, such as social networking system 720 a, game networking system 720 b, and one or more client systems 730. The components of social networking system 720 a and game networking system 720 b operate analogously; as such, hereinafter they may be referred to simply as networking system 720. Client systems 730 are operably connected to the network environment 700 via a network service provider, a wireless carrier, or any other suitable means.

Networking system 720 is a network-addressable system that, in various example embodiments, comprises one or more physical servers 722 and data stores 724. The one or more physical servers 722 are operably connected to computer network cloud 760 via, by way of example, a set of routers and/or networking switches 726. In an example embodiment, the functionality hosted by the one or more physical servers 722 may include web or HTTP servers, FTP servers, as well as, without limitation, webpages and applications implemented using Common Gateway Interface (CGI) script, PHP Hyper-text Preprocessor (PHP), Active Server Pages (ASP), Hyper Text Markup Language (HTML), Extensible Markup Language (XML), Java, JavaScript, Asynchronous JavaScript and XML (AJAX), Flash, ActionScript, and the like.

Physical servers 722 may host functionality directed to the operations of networking system 720. Hereinafter servers 722 may be referred to as server 722, although server 722 may include numerous servers hosting, for example, networking system 720, as well as other content distribution servers, data stores, and databases. Data store 724 may store content and data relating to, and enabling, operation of networking system 720 as digital data objects. A data object, in particular embodiments, is an item of digital information typically stored or embodied in a data file, database, or record. Content objects may take many forms, including: text (e.g., ASCII, SGML, HTML), images (e.g., jpeg, tif and gif), graphics (vector-based or bitmap), audio, video (e.g., mpeg), or other multimedia, and combinations thereof. Content object data may also include executable code objects (e.g., games executable within a browser window or frame), podcasts, etc. Logically, data store 724 corresponds to one or more of a variety of separate and integrated databases, such as relational databases and object-oriented databases, that maintain information as an integrated collection of logically related records or files stored on one or more physical systems. Structurally, data store 724 may generally include one or more of a large class of data storage and management systems. In particular embodiments, data store 724 may be implemented by any suitable physical system(s) including components, such as one or more database servers, mass storage media, media library systems, storage area networks, data storage clouds, and the like. In one example embodiment, data store 724 includes one or more servers, databases (e.g., MySQL), and/or data warehouses. Data store 724 may include data associated with different networking system 720 users and/or client systems 730.

Client system 730 is generally a computer or computing device including functionality for communicating (e.g., remotely) over a computer network. Client system 730 may be a desktop computer, laptop computer, personal digital assistant (PDA), in- or out-of-car navigation system, smart phone or other cellular or mobile phone, or mobile gaming device, among other suitable computing devices. Client system 730 may execute one or more client applications, such as a web browser (e.g., Microsoft Internet Explorer, Mozilla Firefox, Apple Safari, Google Chrome, and Opera), to access and view content over a computer network. In particular embodiments, the client applications allow a user of client system 730 to enter addresses of specific network resources to be retrieved, such as resources hosted by networking system 720. These addresses can be Uniform Resource Locators (URLs) and the like. In addition, once a page or other resource has been retrieved, the client applications may provide access to other pages or records when the user “clicks” on hyperlinks to other resources. By way of example, such hyperlinks may be located within the webpages and provide an automated way for the user to enter the URL of another page and to retrieve that page.

A webpage or resource embedded within a webpage, which may itself include multiple embedded resources, may include data records, such as plain textual information, or more complex digitally encoded multimedia content, such as software programs or other code objects, graphics, images, audio signals, videos, and so forth. One prevalent markup language for creating webpages is the Hypertext Markup Language (HTML). Other common web browser-supported languages and technologies include the Extensible Markup Language (XML), the Extensible Hypertext Markup Language (XHTML), JavaScript, Flash, ActionScript, Cascading Style Sheet (CSS), and, frequently, Java. By way of example, HTML enables a page developer to create a structured document by denoting structural semantics for text and links, as well as images, web applications, and other objects that can be embedded within the page. Generally, a webpage may be delivered to a client as a static document; however, through the use of web elements embedded in the page, an interactive experience may be achieved with the page or a sequence of pages. During a user session at the client, the web browser interprets and displays the pages and associated resources received or retrieved from the website hosting the page, as well as, potentially, resources from other websites.

When a user at a client system 730 desires to view a particular webpage (hereinafter also referred to as target structured document) hosted by networking system 720, the user's web browser, or other document rendering engine or suitable client application, formulates and transmits a request to networking system 720. The request generally includes a URL or other document identifier as well as metadata or other information. By way of example, the request may include information identifying the user, such as a user ID, as well as information identifying or characterizing the web browser or operating system running on the user's client system 730. The request may also include location information identifying a geographic location of the user's client system or a logical network location of the user's client system. The request may also include a timestamp identifying when the request was transmitted.

Although the example network environment 700 is described above and illustrated in FIG. 7 with respect to social networking system 720 a and game networking system 720 b, this disclosure encompasses any suitable network environment using any suitable systems. As an example and not by way of limitation, the network environment may include online media systems, online reviewing systems, online search engines, online advertising systems, or any combination of two or more such systems.

FIG. 8 illustrates an example computing system architecture, which may be used to implement a server of a game networking system or a client system of a player computer system. In one embodiment, hardware system 800 comprises a processor 802, a cache memory 804, and one or more executable modules and drivers, stored on a tangible computer readable medium, directed to the functions described herein. Additionally, hardware system 800 may include a high performance input/output (I/O) bus 806 and a standard I/O bus 808. A host bridge 810 may couple processor 802 to high performance I/O bus 806, whereas I/O bus bridge 812 couples the two buses 806 and 808 to each other. A system memory 814 and one or more network/communication interfaces 816 may couple to bus 806. Hardware system 800 may further include video memory (not shown) and a display device coupled to the video memory. Mass storage 818 and I/O ports 820 may couple to bus 808. Hardware system 800 may optionally include a keyboard, a pointing device, and a display device (not shown) coupled to bus 808. Collectively, these elements are intended to represent a broad category of computer hardware systems, including but not limited to general purpose computer systems based on the x86-compatible processors manufactured by Intel Corporation of Santa Clara, Calif., and the x86-compatible processors manufactured by Advanced Micro Devices (AMD), Inc., of Sunnyvale, Calif., as well as any other suitable processor.

The elements of hardware system 800 are described in greater detail below. In particular, network interface 816 provides communication between hardware system 800 and any of a wide range of networks, such as an Ethernet (e.g., IEEE 802.3) network, a backplane, etc. Mass storage 818 provides permanent storage for the data and programming instructions to perform the above-described functions implemented in servers 722 of FIG. 7, whereas system memory 814 (e.g., DRAM) provides temporary storage for the data and programming instructions when executed by processor 802. I/O ports 820 are one or more serial and/or parallel communication ports that provide communication between additional peripheral devices, which may be coupled to hardware system 800.

Hardware system 800 may include a variety of system architectures and various components of hardware system 800 may be rearranged. For example, cache 804 may be on-chip with processor 802. Alternatively, cache 804 and processor 802 may be packed together as a “processor module,” with processor 802 being referred to as the “processor core.” Furthermore, certain embodiments of the present disclosure may not require nor include all of the above components. For example, the peripheral devices shown coupled to standard I/O bus 808 may couple to high performance I/O bus 806. In addition, in some embodiments, only a single bus may exist, with the components of hardware system 800 being coupled to the single bus. Furthermore, hardware system 800 may include additional components, such as additional processors, storage devices, or memories.

An operating system manages and controls the operation of hardware system 800, including the input and output of data to and from software applications (not shown). The operating system provides an interface between the software applications being executed on the system and the hardware components of the system. Any suitable operating system may be used, such as the LINUX Operating System, the Apple Macintosh Operating System, available from Apple Computer Inc. of Cupertino, Calif., UNIX operating systems, Microsoft® Windows® operating systems, BSD operating systems, and the like. Of course, other embodiments are possible. For example, the functions described herein may be implemented in firmware or on an application-specific integrated circuit.

Miscellaneous

Furthermore, the above-described elements and operations can be comprised of instructions that are stored on non-transitory storage media. The instructions can be retrieved and executed by a processing system. Some examples of instructions are software, program code, and firmware. Some examples of non-transitory storage media are memory devices, tape, disks, integrated circuits, and servers. The instructions are operational when executed by the processing system to direct the processing system to operate in accord with the disclosure. The term “processing system” refers to a single processing device or a group of inter-operational processing devices. Some examples of processing devices are integrated circuits and logic circuitry. Those skilled in the art are familiar with instructions, computers, and storage media.

Certain embodiments described herein may be implemented as logic or a number of modules, engines, components, or mechanisms. A module, engine, logic, component, or mechanism (collectively referred to as a “module”) may be a tangible unit capable of performing certain operations and configured or arranged in a certain manner. In certain example embodiments, one or more computer systems (e.g., a standalone, client, or server computer system) or one or more components of a computer system (e.g., a processor or a group of processors) may be configured by software (e.g., an application or application portion) or firmware (note that software and firmware can generally be used interchangeably herein as is known by a skilled artisan) as a module that operates to perform certain operations described herein.

In various embodiments, a module may be implemented mechanically or electronically. For example, a module may comprise dedicated circuitry or logic that is permanently configured (e.g., within a special-purpose processor, application specific integrated circuit (ASIC), or array) to perform certain operations. A module may also comprise programmable logic or circuitry (e.g., as encompassed within a general-purpose processor or other programmable processor) that is temporarily configured by software or firmware to perform certain operations. It will be appreciated that a decision to implement a module mechanically, in dedicated and permanently configured circuitry, or in temporarily configured circuitry (e.g., configured by software) may be driven by, for example, cost, time, energy-usage, and package size considerations.

Accordingly, the term “module” should be understood to encompass a tangible entity, be that an entity that is physically constructed, permanently configured (e.g., hardwired), or temporarily configured (e.g., programmed) to operate in a certain manner or to perform certain operations described herein. Considering embodiments in which modules or components are temporarily configured (e.g., programmed), each of the modules or components need not be configured or instantiated at any one instance in time. For example, where the modules or components comprise a general-purpose processor configured using software, the general-purpose processor may be configured as respective different modules at different times. Software may accordingly configure the processor to constitute a particular module at one instance of time and to constitute a different module at a different instance of time.

Modules can provide information to, and receive information from, other modules. Accordingly, the described modules may be regarded as being communicatively coupled. Where multiples of such modules exist contemporaneously, communications may be achieved through signal transmission (e.g., over appropriate circuits and buses) that connect the modules. In embodiments in which multiple modules are configured or instantiated at different times, communications between such modules may be achieved, for example, through the storage and retrieval of information in memory structures to which the multiple modules have access. For example, one module may perform an operation and store the output of that operation in a memory device to which it is communicatively coupled. A further module may then, at a later time, access the memory device to retrieve and process the stored output. Modules may also initiate communications with input or output devices and can operate on a resource (e.g., a collection of information).

One or more features from any embodiment may be combined with one or more features of any other embodiment without departing from the scope of the disclosure.

A recitation of “a”, “an,” or “the” is intended to mean “one or more” unless specifically indicated to the contrary. In addition, it is to be understood that functional operations, such as “awarding”, “locating”, “permitting” and the like, are executed by game application logic that accesses, and/or causes changes to, various data attribute values maintained in a database or other memory.

The present disclosure encompasses all changes, substitutions, variations, alterations, and modifications to the example embodiments herein that a person having ordinary skill in the art would comprehend. Similarly, where appropriate, the appended claims encompass all changes, substitutions, variations, alterations, and modifications to the example embodiments herein that a person having ordinary skill in the art would comprehend.

For example, the methods, game features and game mechanics described herein may be implemented using hardware components, software components, and/or any combination thereof. By way of example, while embodiments of the present disclosure have been described as operating in connection with a networking website, various embodiments of the present disclosure can be used in connection with any communications facility that supports web applications. Furthermore, in some embodiments the term “web service” and “website” may be used interchangeably and additionally may refer to a custom or generalized API on a device, such as a mobile device (e.g., cellular phone, smart phone, personal GPS, personal digital assistance, personal gaming device, etc.), that makes API calls directly to a server. Still further, while the embodiments described above operate with business-related virtual objects (such as stores and restaurants), the embodiments of the invention can be applied to any in-game asset around which a harvest mechanic is implemented, such as a virtual stove, a plot of land, and the like. The specification and drawings are, accordingly, to be regarded in an illustrative rather than a restrictive sense. It will, however, be evident that various modifications and changes may be made thereunto without departing from the broader spirit and scope of the disclosure as set forth in the claims and that the disclosure is intended to cover all modifications and equivalents within the scope of the following claims.

The Abstract of the Disclosure is provided to comply with 37 C.F.R. §1.72(b), requiring an abstract that will allow the reader to quickly ascertain the nature of the technical disclosure. It is submitted with the understanding that it will not be used to interpret or limit the scope or meaning of the claims. In addition, in the foregoing Detailed Description, it can be seen that various features are grouped together in a single embodiment for the purpose of streamlining the disclosure. This method of disclosure is not to be interpreted as reflecting an intention that the claimed embodiments require more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive subject matter lies in less than all features of a single disclosed embodiment. Thus the following claims are hereby incorporated into the Detailed Description, with each claim standing on its own as a separate embodiment. 

1. A campaign messaging system comprising: at least one processor of a computer; a campaign generator configured to generate a message campaign corresponding to a message template associated with a dynamic set of attributes of a player of an online game having one or more player characters controlled by the player and one or more in-game virtual objects controlled by a game engine; a target player generator configured to identify a set of players of the online game to receive a message based on the dynamic set of attributes; and a template generator configured to generate the message customized with the message template to the set of players.
 2. The campaign messaging system of claim 1, further comprising: a campaign scheduler configured to schedule a time and frequency of the customized message for communication to the set of the players of the online game.
 3. The campaign messaging system of claim 1, further comprising: a campaign sender configured to generate and send emails based on the customized message to the set of players of the online game.
 4. The campaign messaging system of claim 1, further comprising: a campaign archiver configured to store the message campaign and customized messages in a storage device.
 5. The campaign messaging system of claim 1, wherein the dynamic set of attributes comprises activities in the online game of each player from the set of players, the message to the set of players customized based on the activities in the online game of each player from the set of players, or based on a frequency of activities in the online game of each player from the set of players within a predetermined amount of time.
 6. The campaign messaging system of claim 1, wherein the dynamic set of attributes comprises a game level of the online game of each player from the set of players, the message for communication to the set of players customized based on the game level of the online game of each player from the set of players, or based on a range of game level in the online game of each player from the set of players within a predetermined amount of time.
 7. The campaign messaging system of claim 1, wherein the dynamic set of attributes comprises a type of device from which a corresponding player accesses the online game, the message for communication to the set of players customized based on the type of device of each player from the set of players.
 8. The campaign messaging system of claim 1, wherein the dynamic set of attributes comprises a measure of an active social network of each player from the set of players in the online game, the active social network comprises one or more other players with whom a player has a minimum number of reciprocated messages within a predetermined amount of time, the message to the set of players customized based on the measure of the active social network of each player from the set of players, each player from the set of players having a corresponding measure of the active social network less than a predetermined minimum number of active social networks for the online game.
 9. The campaign messaging system of claim 1, wherein the dynamic set of attributes comprises an IP (Internet Protocol)-based geographic location of each player from the set of players, the message to the set of players customized based on the IP-based geographic location of each player from the set of players.
 10. The campaign messaging system of claim 1, wherein the message campaign is configured to promote another online game, to provide updates of the online game, or to provide rewards and bonuses of the online game.
 11. The campaign messaging system of claim 1, wherein the target player generator is configured to identify one or more players from the set of players, who have requested to be removed from the message campaign.
 12. A computer-implemented method comprising: generating a message campaign corresponding to a message template associated with a dynamic set of attributes of a player of an online game having one or more player characters controlled by the player and one or more in-game virtual objects controlled by a game engine; identifying, with at least one processor, a set of players of the online game to receive a message based on the dynamic set of attributes; and generating the message customized with the message template to the set of players.
 13. The computer-implemented method of claim 12, further comprising: scheduling a time and frequency of the customized message for communication to the set of the players of the online game; generating and sending emails based on the customized message for communication to the set of players of the online game; and storing the message campaign and customized messages in a storage device.
 14. The computer-implemented method of claim 12, wherein the dynamic set of attributes comprises activities in the online game of each player from the set of players, the message to the set of players customized based on the activities in the online game of each player from the set of players, or based on a frequency of activities in the online game of each player from the set of players within a predetermined amount of time.
 15. The computer-implemented method of claim 12, wherein the dynamic set of attributes comprises a game level of the online game of each player from the set of players, the message for communication to the set of players customized based on the game level of the online game of each player from the set of players, or based on a range of game level in the online game of each player from the set of players within a predetermined amount of time.
 16. The computer-implemented method of claim 12, wherein the dynamic set of attributes comprises a type of device from which a corresponding player accesses the online game, the message for communication to the set of players customized based on the type of device of the corresponding players.
 17. The computer-implemented method of claim 12, wherein the dynamic set of attributes comprises a measure of an active social network of each player from the set of players in the online game, the active social network comprises one or more other players with whom a player has a minimum number of reciprocated messages within a predetermined amount of time, the message for communication to the set of players customized based on the measure of the active social network of each player from the set of players, each player from the set of players having a corresponding measure of the active social network less than a predetermined minimum number of active social networks for the online game.
 18. The computer-implemented method of claim 12, wherein the dynamic set of attributes comprises an IP (Internet Protocol)-based geographic location of each player from the set of players, the message for communication to the set of players customized based on the IP-based geographic location of each player from the set of players.
 19. The computer-implemented method of claim 12, wherein the message campaign is configured to promote another online game, to provide updates of the online game, or to provide rewards and bonuses of the online game.
 20. The computer-implemented method of claim 12, further comprising: identifying one or more players from the set of players, who have requested to be removed from the message campaign.
 21. A non-transitory computer-readable storage medium storing a set of instructions that, when executed by one or more processors, cause the one or more processors to perform operations, comprising: generating a message campaign corresponding to a message template associated with a dynamic set of attributes of a player of an online game having one or more player characters controlled by the player and one or more in-game virtual objects controlled by a game engine; identifying a set of players of the online game to receive a message based on the dynamic set of attributes; and generating the message customized with the message template to the set of players. 